1. Developing a clear and attractive employer image
Employer Branding
Developing a clear and attractive employer image
Effortlessly attracting the right talent
2017/2018
Methodology

2. Effortlessly attracting the right talent
Building the employer's image has almost become an obligation, especially when you talk about passive candidates or a specific rare talent. Active candidates in a target group that is in great demand are easily found on job board sites or in other obvious ways. Here too, a strong employer image can be very supportive.
The digital playing field allows people to form an image of where they will be working in advance. You can use this in a positive way, for example, by allowing a look behind the scenes. In doing so, you attract the right people to fulfil the organisation's mission.
The importance of the right people within an organisation has never been greater. They are the soul of an organisation. What do you, as an organisation, promise? And how do you make it happen? Employees play a crucial role, so you want to get the right people. You are looking for those people who will really help the organisation to develop.
With the Anceaux Marketing step-by-step plan, you effortlessly attract talent.
DEVELOPING A STRONG EMPLOYER IMAGE
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Introduction

3. The step-by-step plan
Debriefing
Employer's brand promise
Recruitment campaign plan
Campaign plan implementation
The result
Example cases
More information

4. Step-by-step plan from A to Z
What does a complete trajectory look like?

5. What are the steps to take?
What steps do we take together to achieve a strong employer image?
Inventory conversation:
Need analysis
Determining objectives and KPIs
Processing the analysis into a debrief and plan of action tailored to your needs
Creating and/or refining the Employer Value Proposition (EVP)
Clear campaign plan to move from strategy to operation
Implementation of the campaign plan
The result
If the EPP is already in place, we will skip the step of creating an employer brand promise.
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Step-by-step plan

6. Debrief
What is the debriefing?

7. Debriefing A debrief contains:
Based on the inventory interview, a clear document is produced in the form of either a Word document or a PowerPoint presentation: the debrief.
A debrief contains:
Need analysis - where do we stand and where do we want to go?
Outline of the organisation
All objectives listed
KPIs if these have already been developed, otherwise we will help to determine these
Target group
Possible challenges
Advised step-by-step plan/tailor-made plan of action to achieve the objectives and/or KPIs in collaboration with Anceaux Marketing.
Estimated budget > we always work with a fixed price.
This debrief is discussed and refined in a personal meeting. Based on this, we determine a GO or NO GO for the first step. This debrief costs 250 euros, VAT not included, but these costs will be cancelled out when we start our collaboration.
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Debrief

8. Brand promise as an employer
What do you promise?

9. What do you, as an employer, promise?
And how do you make it happen?

10. Building the brand promise The structure / EVP
What is your mission as an employer?
What are the core values within which you, as an employer, accomplish the mission? These core values must be in line with the profiles you accept.
What makes you, as an employer, fundamentally different from other employers (competitors or colleagues)?
For whom do you have jobs? And who do you want to have in-house?
This provides you with the messages for your employer brand promise.
Brand promise as an employer

11. Method of achieving a brand promise:
1. Kick-off with brainstorming session
Consider who should be present
External for more creativity
Focus only on creativity, no choices to be made yet
2. Processing the brainstorming session
We will create a comprehensive report
We will create a plan with advice and suggestions
3. Discussing the processed plans
Time to make decisions
Result: the brand promise is written down and ready to be communicated. The structure / EVP= done.
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Brand promise as an employer

12. Recruitment campaign plan
From the inside out

13. Building a strong employer image
Branding:
the mass communication message
building image and brand awareness
offline channels
complete target group
Campaigns:
targeted
from vacancy to employee
difficult target groups
online channels
refined messages
Sales:
rejections
follow-up
Internal organisation:
presenting the promise and fulfilling it
Recruitment campaign plan

14. Method of achieving a campaign plan:
Testing the brand promise internally and externally
Working out the KPIs with attention to detail
Research within and outside the organisation
Writing the campaign plan
Presenting the campaign plan
Agreement on required budget for implementation
Final delivery of the campaign plan, including a roadmap
Next, the implementation phase starts, in which we will roll out the campaign plan by means of the roadmap. The roadmap states exactly who is going to do what, what the deadlines are and the maximum budget. See the next chapter.
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Recruitment campaign plan

15. What is stated in the campaign plan?
Objective of the employer campaign
KPIs (if there are any)
Segmented target groups
Channels where these target groups are located
Various messages linked to channels & target groups
Toolkit > what will it say and what should it look like?
Step-by-step plan for the implementation
Who will do what?
Planning
Budget
Evaluation
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Recruitment campaign plan

16. Campaign implementation
From strategy to operational

17. The implementation phase:
Creating a roadmap
Activities
Who is responsible for what?
What is the deadline?
Maximum budget
Anceaux Marketing ensures that activities are carried out as agreed
Anceaux Marketing makes appointments with any necessary external parties
Anceaux Marketing manages all internal and external parties
Anceaux Marketing organises regularly scheduled evaluations with the customer
There is always one project leader who is the focal point for a project
Project stays within the agreed budget
There is always a final evaluation
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Campaign implementation

18. The result
Based on KPIs and objectives

19. The result

20. Example cases
Own portfolio

21. International Criminal Court
A great example of how people within the organisation tell the story in the best and most convincing way. (Click the play button in presentation mode)

22. Shell Campaign - Recruiting technical women
Objective: Recruiting female technical (passive) talent in Europe.
Approach:
Branding on global level translated into European level, specifically aimed at women.
Specific campaigns via social media and a European webinar focused on the content of Shell's projects.
Event especially for these women, in which business and recruitment have jointly persuaded the right women.
Result: recruitment of 12 female technical talents.
Important for success: collaboration between business, recruitment and marketing
More information:
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Example case

23. More information
Contact

24. Contact: Website: www.anceauxmarketing.nl
Please contact our recruitment marketing strategist Natalie Anceaux for an informal meeting.
Website:
Tel:
Facebook: facebook.com/anceauxmarketing
Instagram: instagram.com/anceauxmarketing.nl
Twitter: twitter.com/AnceauxNL
LinkedIn: linkedin.com/company/anceaux-marketing
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More information

25. Natalie Anceaux
2017/2018